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Managing a Social MediaMeltdownAnn Marie van den Hurk, APRMind The Gap Public Relations, LLCwww.mindthegappr.com • @amvand...
Ann Marie van den Hurk, APR • @amvandenhurk • ann@mindthegappr.com • 302-563-0992Social Mediacan be risky.2Thursday, May 2...
How many of you havedigital in your crisiscomm plan?Ann Marie van den Hurk, APR • @amvandenhurk • ann@mindthegappr.com • 3...
Only a third oforganizationshave digital plans inplace.*2011 Crisis Preparedness Study, Burson•Marsteller & Penn Schoen Be...
Every organizationneeds digitalintegrated into yourcrisis comm plan.Ann Marie van den Hurk, APR • @amvandenhurk • ann@mind...
Living in a 24/7 mediacycle & widespreadsocial media useAnn Marie van den Hurk, APR • @amvandenhurk • ann@mindthegappr.com...
The crisis response timeCut from 2 hours to20 minutesAnn Marie van den Hurk, APR • @amvandenhurk • ann@mindthegappr.com • ...
Six Common SocialMedia CrisisAnn Marie van den Hurk, APR • @amvandenhurk • ann@mindthegappr.com • 302-563-09928Thursday, M...
Individual-GeneratedCustomer Service #FAILCampaignSocial Media #FAILOrganizational Brain FreezeThree Mile IslandCommon Sit...
Basiccrisis communicationsstill appliesAnn Marie van den Hurk, APR • @amvandenhurk • ann@mindthegappr.com • 302-563-099210...
A crisis response team identified and trainedA list of key stakeholders to communicate with directlyA list of anticipated ...
Don’t censor criticism on social media channels.Bring Order to Your Organization’s Online SpaceListen and UnderstandCreate...
Not So Well...13Thursday, May 23, 13
Dealing the NegativeRespond quickly as you canBe polite, respectful & level-headedCorrect inaccurate informationCommunicat...
Happening Right Now...15Thursday, May 23, 13
Handled Well...Ann Marie van den Hurk, APR • @amvandenhurk • ann@mindthegappr.com • 302-563-099216Thursday, May 23, 13
Parody AccountsAnn Marie van den Hurk, APR • @amvandenhurk • ann@mindthegappr.com • 302-563-099217Thursday, May 23, 13
Take-a-wayHave a plan & drill on itBe monitoring the social media scape... blogs, Twitter,Facebook, Google+, LinkedIn befo...
Are you ready?Ann Marie van den Hurk, APR • @amvandenhurk • ann@mindthegappr.com • 302-563-099219Thursday, May 23, 13
O2Ann Marie van den Hurk, APR • @amvandenhurk • ann@mindthegappr.com • 302-563-099220Thursday, May 23, 13
O2’s ResponseAnn Marie van den Hurk, APR • @amvandenhurk • ann@mindthegappr.com • 302-563-099221Thursday, May 23, 13
Ann Marie van den Hurk, APR • @amvandenhurk • ann@mindthegappr.com • 302-563-099222Thursday, May 23, 13
Ann Marie van den Hurk, APR • @amvandenhurk • ann@mindthegappr.com • 302-563-0992NowAvailable!23Thursday, May 23, 13
Contact me:ann@mindthegappr.com+1-302-563-0992 mobile@amvandenhurk on Twitter24Thursday, May 23, 13
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Managing a Social Media Meltdown

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Most businesses aren't prepare for crisis let alone a social media crisis. Thanks to social media, crises happen more often and accelerate out of control faster. This presentation for the PRSA New Mexico Chapter gives a brief crisis communications blueprint that’s fast, flexible, realistic, and doable. You will learn from those who have managed crises successfully. And from those who didn’t.

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Managing a Social Media Meltdown

  1. 1. Managing a Social MediaMeltdownAnn Marie van den Hurk, APRMind The Gap Public Relations, LLCwww.mindthegappr.com • @amvandenhurkPRSA New Mexico ChapterMay 23, 20131Thursday, May 23, 13
  2. 2. Ann Marie van den Hurk, APR • @amvandenhurk • ann@mindthegappr.com • 302-563-0992Social Mediacan be risky.2Thursday, May 23, 13
  3. 3. How many of you havedigital in your crisiscomm plan?Ann Marie van den Hurk, APR • @amvandenhurk • ann@mindthegappr.com • 302-563-09923Thursday, May 23, 13
  4. 4. Only a third oforganizationshave digital plans inplace.*2011 Crisis Preparedness Study, Burson•Marsteller & Penn Schoen Berland, 2011Ann Marie van den Hurk, APR • @amvandenhurk • ann@mindthegappr.com • 302-563-09924Thursday, May 23, 13
  5. 5. Every organizationneeds digitalintegrated into yourcrisis comm plan.Ann Marie van den Hurk, APR • @amvandenhurk • ann@mindthegappr.com • 302-563-09925Thursday, May 23, 13
  6. 6. Living in a 24/7 mediacycle & widespreadsocial media useAnn Marie van den Hurk, APR • @amvandenhurk • ann@mindthegappr.com • 302-563-09926Thursday, May 23, 13
  7. 7. The crisis response timeCut from 2 hours to20 minutesAnn Marie van den Hurk, APR • @amvandenhurk • ann@mindthegappr.com • 302-563-09927Thursday, May 23, 13
  8. 8. Six Common SocialMedia CrisisAnn Marie van den Hurk, APR • @amvandenhurk • ann@mindthegappr.com • 302-563-09928Thursday, May 23, 13
  9. 9. Individual-GeneratedCustomer Service #FAILCampaignSocial Media #FAILOrganizational Brain FreezeThree Mile IslandCommon SituationsAnn Marie van den Hurk, APR • @amvandenhurk • ann@mindthegappr.com • 302-563-09929Thursday, May 23, 13
  10. 10. Basiccrisis communicationsstill appliesAnn Marie van den Hurk, APR • @amvandenhurk • ann@mindthegappr.com • 302-563-099210Thursday, May 23, 13
  11. 11. A crisis response team identified and trainedA list of key stakeholders to communicate with directlyA list of anticipated scenarios using the so-calledSWOT analysisHolding statementsNotification systems such as phone trees or emailand text messaging groupsMonitoring services set-upBlue PrintAnn Marie van den Hurk, APR • @amvandenhurk • ann@mindthegappr.com • 302-563-099211Thursday, May 23, 13
  12. 12. Don’t censor criticism on social media channels.Bring Order to Your Organization’s Online SpaceListen and UnderstandCreate a crisis specific Twitter accountWebsite & Social Platforms UpdatedWhen a Social MediaCrisis HitsAnn Marie van den Hurk, APR • @amvandenhurk • ann@mindthegappr.com • 302-563-099212Thursday, May 23, 13
  13. 13. Not So Well...13Thursday, May 23, 13
  14. 14. Dealing the NegativeRespond quickly as you canBe polite, respectful & level-headedCorrect inaccurate informationCommunicate what is being done to address theconcern & what are the next stepsGive a way people can contact you offlineAnn Marie van den Hurk, APR • @amvandenhurk • ann@mindthegappr.com • 302-563-099214Thursday, May 23, 13
  15. 15. Happening Right Now...15Thursday, May 23, 13
  16. 16. Handled Well...Ann Marie van den Hurk, APR • @amvandenhurk • ann@mindthegappr.com • 302-563-099216Thursday, May 23, 13
  17. 17. Parody AccountsAnn Marie van den Hurk, APR • @amvandenhurk • ann@mindthegappr.com • 302-563-099217Thursday, May 23, 13
  18. 18. Take-a-wayHave a plan & drill on itBe monitoring the social media scape... blogs, Twitter,Facebook, Google+, LinkedIn before a crisisDon’t wait until a crisis to get involved in social media.Know & actively engage social media savvy staffTone matters.Ann Marie van den Hurk, APR • @amvandenhurk • ann@mindthegappr.com • 302-563-099218Thursday, May 23, 13
  19. 19. Are you ready?Ann Marie van den Hurk, APR • @amvandenhurk • ann@mindthegappr.com • 302-563-099219Thursday, May 23, 13
  20. 20. O2Ann Marie van den Hurk, APR • @amvandenhurk • ann@mindthegappr.com • 302-563-099220Thursday, May 23, 13
  21. 21. O2’s ResponseAnn Marie van den Hurk, APR • @amvandenhurk • ann@mindthegappr.com • 302-563-099221Thursday, May 23, 13
  22. 22. Ann Marie van den Hurk, APR • @amvandenhurk • ann@mindthegappr.com • 302-563-099222Thursday, May 23, 13
  23. 23. Ann Marie van den Hurk, APR • @amvandenhurk • ann@mindthegappr.com • 302-563-0992NowAvailable!23Thursday, May 23, 13
  24. 24. Contact me:ann@mindthegappr.com+1-302-563-0992 mobile@amvandenhurk on Twitter24Thursday, May 23, 13

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